Despite the stagnation of the traditional TV market, US TV screen advertising will grow by over $14 billion in the next four years. Viewing patterns are shifting toward digital as more Americans continue to cut the cord and move to connected TVs and streaming services.

Marketers across five leading verticals all allocated more than 50% of video impression share to connected TV (CTV), according to a 2021 Innovid report, illustrating CTV’s position as a mainstream way of consuming content.

Several forces are driving up costs per thousand on both linear and connected TV. On the linear side, audience levels have dropped at a faster rate than ad spending, so more dollars are chasing fewer viewers.

Advertising uncertainty just got worse: A report found that 17% of ads on CTV devices air while TVs are off, costing advertisers $1 billion.

US linear TV ad spending will hit $68.35 billion this year and fall to $64.94 billion in 2026. Despite that decline, ad spending on linear and connected TV (CTV) combined will increase from $87.24 billion this year to more than $100 billion in 2026 due to the surge in CTV viewing.

Warner Bros. Discovery could use its size to boost ad costs: Media powerhouse seeking higher prices for its content in initial upfront talks.

China’s total media ad spending and digital ad spending will both grow at their lowest rates since we began tracking them in 2012, but the ad industry is nonetheless set for an eventful year in the world’s second-largest market.

Our latest forecasts for ad spending in Canada, which include our first-ever estimates for Google and Meta, show strong growth overall and an accelerated shift to digital.

Advertisers and platforms identify Hispanic media as a growth opportunity: TelevisaUnivision, NBCUniversal, and Canela are among the players looking to strengthen their relationships with this demographic group.

For growth marketers, TV advertising is a logical path forward, offering massive reach, efficiency, and returns. A typical campaign investment of $150,000 may deliver over 30 million impressions and reach upwards of 15 million people.

Marketers within the insurance industry will zero in on how to best utilize digital ad budgets, as spending growth settles at more modest levels.

NBCU is searching for new standards in video advertising: The network is challenging competitors and bringing new solutions across the fragmented industry.

Fueled by connected TV, programmatic video has expanded significantly. However, there remain concerns over difficulties with cross-platform measurement, ad fraud, and the lack of uniform standards.

Netflix is the final domino to fall in streaming’s advertising pivot: The company’s shocking loss of 200,000 subscribers means big changes are coming.

Connected TV ad spending continues to expand substantially.

TV audiences are fragmented, and the Oscars won’t change that: Though the 2022 ad inventory is sold out, a modest bounceback from last year’s disappointing show is probably the best ABC can hope for.

Our upfront TV ad spending forecast encompasses TV ad spending resulting from the national primetime TV upfronts. This includes linear TV and digital video inventory that broadcast and cable networks sell during the upfronts.